Results
- to sell out the first collection
- 19 days
- organic views of the campaign film
- 2.3M
- store conversion rate at launch
- 4.1%
The challenge
Sustainable fashion is crowded with vague promises, and Northfold's founders worried their genuine commitments would sound like more of the same. With a small budget and no existing audience, the launch had to earn attention on its own.
Our approach
Instead of talking about sustainability, we made durability visible. The campaign follows six people wearing the same jacket through a decade of real life, shot over a single weekend with a cast of friends and family. The store puts the repair promise on every product page, and customers can open a care and repair guide straight from their order confirmation.
The outcome
The first collection sold out in 19 days, and the campaign film spread far more through customers sharing it than through paid promotion. Northfold has since opened its own repair studio in Copenhagen.
We had a product we believed in and almost no money. Verso gave us a story people wanted to pass on.
Freya Lindqvist
Founder, Northfold
